The Alexander Report

Now that you’ve got your goals in place it’s time to develop a strategy. In other words you need a step by step game plan to get to where you want to be. If you’re a new line common belief is that buyers are naturally hesitant about you. Some stores just don’t want to be a part of your suspected growing pains. They want to see you in the game for a few seasons to make sure you’re in it for the long haul. Given this, instead of bombarding retailers and hoping “Barney’s” or “Fred Segal” stop by you may want to opt for a change in your focus.

While buyers are naturally hesitant, the press will conversely be naturally curious about hot new designers. New lines with an interesting perspective are fresh pickings for the market editors scouring the shows. In this instance you may allot a portion of your budget to hiring a publicist to help you promote the launch of your line. You could also take steps to contacting the press yourself which I’ll cover in a moment.

Focusing on the press may seem like a longer route when you ultimately want generate sales. However, it’s important to take advantage of this opportunity while you’re new and fresh. So instead of Stores—Press–Buzz. Your scenario may go Press—Buzz –Stores. Either way you’re working in a strategic direction towards your goals.

While making sure you address any potential buyers that may come to the show either though a post card or email blast it’s also imperative to follow up by phone. I hate cold calling as much as the next guy so if you’re uncomfortable or simply not good at it look for a perky intern or temporary worker to help you out. You want to make sure you get the word out to both prospective buyers and the press.

At times the trade show organizers will make press and buyer contact information available but having a connected insider such as a publicist always adds legitimacy to your business. Word of mouth between showrooms, colleagues and non competing designers can be the best way to get your hands on a good publicist. You may also post a job project ad on craigslist, stylecareers or media bistro. When you start meeting with prospective candidate make sure you ask them to show you edits they’ve placed in magazines in which you want to be covered. The last thing you need is to bank your strategy on someone that is all talk no action, or simply doesn’t have the right contacts.

Although publicists are essentially working for you it’s always great to put your best foot forward in your initial meeting. Most of the better publicists will only take on a new client if they truly believe in and connect with the line. You don’t want to find a great publicist only to discover they passed on you due to poor presentation. pproach them with finished samples, marketing materials and confidence. Most importantly make sure you’ve thought about your unique selling proposition that can create a spin for them when they pitch your line.

Although it’s great to have a PR professional on your team, hiring a publicist is not an absolute necessity. If you are in a showroom your reps may be able to help you reach out to the press. At a minimum they should be able to use 6 degrees of separation rule to get appointments with some editors that may be coming to the show.

If you happen to be going commando and don’t have a publicist or a showroom, then there’s the good old fashioned DIY (do it yourself) approach. Mail postcards and press releases to market editors that are generally listed in the first few pages of a magazine. You can also post your press release on a press syndication website such as prweb.com. I once met a woman that got a guest spot on “The View,” by using a PR syndication service. I’m sure that’s more of the exception that the rule, but it’s worth a try. Finally make sure you or your publicist reach out to the trade publications such as WWD and California Apparel News before the show to generate supplementary buyer and press traffic.

Getting ready for a trade show can be stressful, grueling and can wreck havoc on your start up budget. However, if you do it right it can be one of the most exciting times in your career. You’re able to get feedback on your product, scope out the competition all while being exposed to hundreds of buyers and members of the press. Look at it as your coming out party. Strategically planning your marketing efforts can make it well worth the time and expense.

Ralinda Harvey is owner of Gloss Marketing and an adjunct marketing instructor at the Los Angeles Fashion Institute of Design and Merchandising. For more information you may contact her at rh@glossmarketing.com.